The landscape has shifted: why the future of marine sales hinges on timely, tailored engagement
By Dustin Hunt, Director, Dealer Sales & Support, Rollick, an MRAA Platinum Partner
It’s 2025 and across the marine industry, we’re seeing the impact of a long-anticipated generational handoff. Millennials are now in their peak earning years, Gen Z is aging into discretionary income and both are looking for more than homes and investment accounts; they want experiences. For many, that means weekends on the water. From center consoles and pontoons to wake boats and cruisers, boating represents freedom, adventure and connection.
But while demand is stabilizing after the post-COVID correction, the rules of engagement have changed. These aren’t the same buyers who walked the docks 10 years ago; they’re digital-first, value-savvy and allergic to outdated sales tactics. That shift brings both a challenge and a massive opportunity for marine dealers and OEMs alike.
Many marine dealerships still operate with a “wait and see” approach to online leads. A form comes in, someone gets to it a few hours or days later, maybe they send a generic response, perhaps they don’t follow up again. That might have worked when boat shows were packed and inventory was scarce, but in today’s digital environment, it’s a fast track to losing the sale, often to a dealer who responded faster.
Nurture, Not Chase
Today’s boat shoppers are conditioned by Amazon, DoorDash and social media; they expect frictionless experiences, real-time responses and information tailored to them. If your first touchpoint doesn’t feel personal, helpful and fast, they’re already looking elsewhere — often to another dealership or brand.
Modern customers expect:
- Same-day communication
- Text or email follow-ups that reference the exact model they inquired about
- Inventory and pricing that align with their interests and budget
- A reason to stay engaged, whether that’s trade-in options, financing specials or on-water demo invites.
In short, they expect you to nurture them, not chase them.
A common misconception is that nurturing only applies when leads go cold. The truth is, nurture starts the moment someone shows interest and it continues long after the sale. A buyer might inquire on a Monday but won’t finalize until next month; they might pause because of weather, travel or financing, but re-engage when the timing’s right. A smart nurture strategy keeps your dealership in their inbox and in their mind, so when they’re ready to buy, it’s you they call.
- Dealership Action: Respond Faster! Audit your lead response times and aim for same-day follow-up — ideally within an hour. Even a simple automated reply that references their exact inquiry can keep a prospect from slipping away.
Automated Efforts That Pay Off
Marine dealers and OEMs investing in automated, intelligent nurture programs are seeing measurable gains. Higher lead-to-sale conversion rates when follow-up happens within 24 hours, stronger post-sale engagement and service retention, “ghosted” buyers reactivating after tailored follow-up sequences and lower marketing spend per sale due to increased conversion velocity. Nurture isn’t just about staying in touch; it’s about building predictable revenue pipelines that sustain even when showroom traffic slows.
You paid for the ad, you earned the lead, but if you don’t respond quickly and personally, you’re losing deals to dealers who do. In 2025, the marine dealership that wins aren’t necessarily the one with the lowest price or flashiest showroom; it’s the one that delivers timely, relevant communication and a seamless buying experience.
The technology to automate and personalize that process exists today; the only thing that needs to change is the mindset. Lead nurture isn’t a nice-to-have, its core infrastructure for sustainable growth.
- Dealership Action: Make It Personal. Ditch the generic templates. Use your CRM or email platform to personalize messages by model, price range or trade-in interest. A small detail can make your follow-up feel intentional (and human), not automated.
- Dealership Action: Keep the Conversation Going. Don’t stop nurturing once a lead goes quiet or a sale closes. Schedule light, helpful touchpoints — service tips, event invites or financing updates — to stay top of mind year-round.
Lead Nurture — Build the Bridge
The next generation of boat buyers is here; they’re active, informed and ready to invest, but selective in who they buy from. Properly implemented lead nurture is the bridge between their first inquiry and their first day on the water. If your dealership isn’t building that bridge, rest assured, someone else is.
About the Author
Dustin Hunt is a passionate sales leader, consultant and strategist with a focus on driving growth in the recreational and powersports industries. He thrives on building meaningful connections and creating innovative solutions that help businesses succeed. Outside of work, Dustin is an avid CrossFit enthusiast and a devoted dog dad to his dog, Max. He’s always seeking new challenges and opportunities to learn and make an impact.
If you are a dealer and want to learn more about lead nurturing, visit https://rollick.io/.
